Shop Talk: Sweet Style

Over the years Sweet William has become the go-to boutique for some of our favorites: Little Creative Factory, POPUPSHOP, Nico Nico and more! From the east coast to the west coast, founder of Sweet William, Bronagh Staley, took us on a road trip with her and her family to Sedona, AZ. Check out her snapshots and take note on some of the new brands hitting her stores this spring. 

pP: You've succeeded with your boutiques on both coasts - what has been the biggest difference in consumers of kid fashion in LA vs. NY?

SW: Well, obviously weather plays a big part. We have learned that heavy knits and warmer clothing don't perform so well in LA. Overall, the LA customer favors the more laid back styles, instead of the more classic / traditional style children's clothing.

pP: So many great brands - what are some of your favorites, both new and established?

SW: One of my favorites is Soor Ploom, and this is the only collection where I order each style for my daughter every season; so this is a big favorite. I love Nico Nico for it's laid back, yet, fun style. The designer, Sue always keeps it interesting every season. As far as new lines, I have picked up quite a few this season, most of them Spanish. One of my favorite new lines is Louis Louise, a French line.

pP: When you're buying for Sweet William, what do you look for? What inspires your boutiques?

SW: I never look at what any other stores or websites are doing, ever. I don't look at Instagram or any social media. I find lines mostly when designers come to me. I look at everything that comes my way, and pursue what excites me.  I buy very instinctually and I don't follow trends at all. I never have done and never will!

pP: With the recent uproar in e-commerce - how are you adjusting? Do you find your in-store clients also shop online or do they continue coming in to your store?

SW: We have had an online store since we opened our first brick and mortar store 10 years ago in Williamsburg. So our website has grown organically with the stores. We have always had our loyal customers who come in and shop and enjoy the social interaction. Now that we are LA based many of our Brooklyn customers are shopping online. We have a loyal online customer base, worldwide.

pP: So tell us, what do you do for fun? How do you spend any free time?

SW: Ok! I am an avid runner, and I try to run at least 5 days a week. This is where I find my serenity. Most free time is spent with my husband and children. We gave up the nightlife years ago.  I like to cook, watch Louis C.K, I am getting into gardening, and I like to be in bed by 9pm, reading. Not very exciting, I know!

pP: What are your three favorite cities?

SW: I love both New York and LA. We just got back from Sedona, Arizona and that was a pretty mystical place that blew my mind. Everyone should go!

pP: Lastly - summer plans?  

SW: Always back to Manhattan, where my husband grew up to see his parents, and to Ireland to my hometown, Belfast to see my family. We will try and squeeze in a camping trip in there, somewhere.

Now head over to Sweet William and get your shop on! xx #petitePARADE